While a convoy of formerly successful Australian fashion household names, such as Bettina Liano, Willow, Lisa Ho, have been forced to shut down in recent months, the Swedish retail giant, H&M, is opening their first Australian store in March/April next year. Following the local success of Zara and Topshop, Aussie consumers with desire for fast fashion looking to satisfy their hunger for looking ‘effortlessly chic’ will now have another opportunity to do so on a budget at H&M. Known for its affordable runway-inspired collections and designer collaborations with the likes of Commes Des Garçons, Matthew Williamson, Sonia Rykiel, Jimmy Choo, Lanvin and even Queen Bey herself, it’s no surprise, this darling of European high street fashion is so loved among the fashionistas of all ages.
The first Australian store is set to open at Melbourne’s iconic GPO. It will become H&M’s Australian flagship store and one of its biggest in the world occupying three floors and almost. H&M at MGPO will be a full concept store offering apparel, underwear and accessories for Men, Women, Kids and Baby, as well as, the Home concept delivered in a more ‘curated and categorized’ setting, as opposed to its global retail design.
To celebrate the Australian launch, a specially designed Australian launch collection “Australia Exclusive”, will also be available exclusively at the store opening next year. Inspired by the latest global trends, this unique capsule collection was developed with the Australian lifestyle in mind and features limited pieces of apparel and accessories for both men and women, exclusively available in the new flagship store. Some of the hero pieces showcased in an exclusive preview a few days ago included sheer maxi dresses, printed T-shirts, faux fur gilets and vests, leather and embellished shorts and skirts and poet-sleeved blouses; all offered at prices consistent with its sister stores overseas.
In addition to the Australian capsule collection, the H&M store is set to open with the international Spring 2014 season collection. And although we might have missed out on the recent Isabel Marant for H&M craze, all future designer collaborations are promised to be available here in Melbourne, too. As for the rest of H&M lovers in Australia, sit tight, as it looks like Sydney is next on the list in 2014 while the Australian online store is brewing. In the meantime, you just might have one more reason to plan a ‘spontaneous’ trip to Melbourne that won’t break your wallet this time around.
Written by Martina Ellis
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